Analytics dashboards we actually look at
Most analytics setups produce 200 charts and one decision. Here is the smaller dashboard that drives our weekly call.
A Looker Studio dashboard with 50 widgets is impressive at the kickoff and ignored by week three. The dashboard we actually open every Monday has six things on it.
The six
- Sessions, last 28 days vs prior 28. Trend, not the number.
- Top 10 landing pages by sessions. What is search actually rewarding?
- Conversions by source. Which channels are paying their way?
- Conversion rate, last 28 days. Is the site getting better or worse?
- Top 10 search queries with impressions but no clicks. The biggest copy-fix opportunities live here.
- Site speed median over time. Slow drift is invisible until it isn't.
What we don't look at
Pageviews on internal pages no one is supposed to land on. Bounce rate on transactional pages where bouncing is fine. Time-on-page for any page where the goal is "leave quickly."
The trap
Dashboards are designed to make you feel informed, not to drive decisions. Build the smallest one that tells you what to do next, then ignore everything else.